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Chapter 3: Cultural and Social Forces

by: Kerrigan Unter

Chapter 3: Cultural and Social Forces IBUS 3201

Marketplace > George Washington University > Business Administration > IBUS 3201 > Chapter 3 Cultural and Social Forces
Kerrigan Unter
GPA 3.0
International Marketing Management
Anna Helm

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International Marketing Management
Anna Helm
Class Notes
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This 1 page Class Notes was uploaded by Kerrigan Unter on Monday October 19, 2015. The Class Notes belongs to IBUS 3201 at George Washington University taught by Anna Helm in Fall 2015. Since its upload, it has received 25 views. For similar materials see International Marketing Management in Business Administration at George Washington University.


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Date Created: 10/19/15
IBUS 3201 Chapter 3 Cultural and Social Forces 3 A Definition of Culture culture encompasses the entire heritage of a society transmitted orally via literature or in any other form It includes all traditions morals habits religion art and language religion can have a profound impact on the marketing environment across cultures we find differences in family size in the employment of women and in many other factors of interest to marketers education shapes people s outlooks desires and motivations the extent and quality of education affect consumer levels and employee levels the educational system also affects employee skills and executive talent monochronic culture activities are undertaken one at a time polychronic culture managing multiple tasks tempora1 orientations society s predominant time focus material culture aggregate of physical objects and technologies used by a society aesthetics cultural concept relating to what a society considers to be beautiful or pleasing 32 Hofstede Measures of Culture power distance the extent to which the less powerful members within a society accept that power is distributed unevenly Individualismcollectivism dimension masculinity associated with assertiveness femininity associated with modest and nurturance masculine societies value ambition competitiveness and high earnings feminine societies are concerned with public welfare uncertainty avoidance the state of being uneasy or worried about what may happen in the future 33 Language and Communication language expresses the thinking pattern of culture nonverbal communication body language


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